Popular US clothing outlet American Apparel has opened a shop-in-shop inside London's Selfridges.
The 700 square foot store is located on the ground floor of the department store. It is the first and only permanent American Apparel store of its kind and is designed to highlight the company's women's styles.
The firm's top selling basics will be available, including underwear and t-shirts, while it will also showcase new spring/summer lines and around 100 'Made in USA' styles.
"We jumped at this opportunity for a unique position at such an important department store," said Jan Willem Hubner, American Apparel operations manager in Europe. "The experience of shopping in this classic, yet contemporary space is one that reflects well upon our clothes and on the company's reputation as a retailer."
Creative director Marsha Brady added: "We know we've connected with our customers very intimately and we feel that taking advantage of opportunities like this helps us serve them even better."